Have you ever been on a site and clicked on a link that only led you to a "404 - Not Found" error page? These are called broken or dead links. They come up more often than you realize and as a user, this can be frustrating especially when you're trying to access information only to be disappointed when nothings shows up on your screen. On the flip side, as a content producer of any sites, this can lead to many negative consequences like a missed opportunity to reach a potential customer or a chance for a new user to find your site. Your current customers may get frustrated and in turn, lose respect in your brand and your online reputation in the process as well. Finally, having dead links on your site also affects your website's rating with major search engines.